Committee will pick firm to 'brand' Torrington

TORRINGTON >> A select few will be the decision-makers for a marketing plan, aimed at promoting and branding Torrington.

Director of Economic Development Rose Ponte said Tuesday that a small group appointed by Mayor Ryan Bingham will be in charge of whittling down the five applicants for a city-funded proposal that aims to bring more business to Torrington. The applicants' request for qualifications were due in mid-November and will be backed by a minimum $100,000 generated from sales tax revenue, allotted back to the city by state officials.

"We're anxious to get started; we're excited to get started," Ponte said.

In addition, Ponte said her application for a state-funded matching grant has moved on to the next round, and Torrington will hear back on its application at the beginning of the year. The one-to-one arts grant would match the city's fronted $100,000, giving City Hall a chance to fund a large, $200,000 minimum marketing project.

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The request for applicants went out Oct. 29 and only five responded by the Nov. 20 deadline. Now, the mayor is expected to assemble a small committee made up of a representative from his office, the City Council, the commission of Arts and Culture (ACT), an economic development commissioner and Ponte.

"This will be the one to choose who they want to do the project," Ponted told the Economic Development Commission Tuesday night. "The City Council will have to approve it."

The proposal, which has outlines for what the city is seeking, isn't wasted money, city officials believe. While the hired marketing firm or person will be directed by City Hall to accomplish a task of "branding" Torrington -- both downtown and citywide -- they won't be using the money to simply feed city officials best practices and offer suggestions.

"People are going to have the incorrect perception that this will be just another study that will sit on the shelf," Economic commissioner and mayoral aide Tim Waldron said. "This is going to be a person or persons who will get the job done."